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Mobile apps are the hottest trend in tech right now, leaving many companies struggling to create a mobile strategy for their products or services. When defining this strategy, the question of do I really need a mobile app is the first barrier that needs to be crossed. Deciding whether a mobile app is truly necessary is the first, and perhaps the most important decision. In this session, I will discuss why a company might truly need a custom mobile application, and when updating a portion of an existing web site to be mobile device-friendly may be the more appropriate solution.